OCTOBER 2008
IP Clinic: How can we protect our rights in Second Life?
I work for a business with consumer-facing brands. A lot of our customers seem to have avatars in Second Life. How can we ensure our IP rights are not abused in such virtual worlds?
The marketer
Marketing has become more challenging with the advent of the internet, which has moved consumers away from mass media and into fragmented media consumption. In addition, finding new ways to target consumers is becoming harder with the introduction of new regulations within many countries restricting e-mail, telephone and television advertising. Therefore, as marketers we need to explore and accept that there are new ways to engage customers such as Second Life, an internet-based 3-D virtual world.
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